Neil Wardrop - Channel 4 Personas
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This document discusses Channel 4 personas created for designers and others at the broadcasting organization. The personas are based on a survey of 1,800 UK respondents segmented into 8 groups based on attitudes. The personas include details on demographics, interests, device usage, and favorite shows to help understand different audiences. The document notes the personas were updated in 2012 to reflect evolving behaviors and the addition of a social media dimension. It emphasizes using real data, engaging others to construct personas, keeping them visual and up to date through iteration.
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Neil Wardrop - Channel 4 Personas
- 1. Welcome to UCD2012 Sponsored by Supported by Supporters Sponsors Organiser
- 2. Channel 4 Personas Creating a design tool for a broadcasting organisation
- 3. Who’s the audience? • Designers (External and Internal) • TV / Digital production companies • Dev teams • Commissioning Editors • Heads of department • Commercial Teams • Ad Sales team
- 4. Main data source • Original ‘Futureproof’ survey conducted by Kantar in Q4 2010 • 1800 respondents, nationally representative • Segmentation based on attitudes not just demographic data • 8 Segements found Attitudes Behaviour and usage Brands and Devices Favourite Products shows
- 11. Value of personas Who are the users? Content interests Context - where will How will they be the users be? using the service?
- 12. Keeping it up to date • Original survey was in 2010 • Update conducted by Kantar in April 2012 • Segmentation based on attitudes not just demographic data • Addition of a social media dimension
- 13. The segments evolved Similar attitudes, more use of VoD Slightly older Older and Younger groups, Vod Focus still More Female, social networks More Male, Slightly older Even Gender, slightly younger All have digital TV, even gender More even age spread, focus on social
- 14. Summary • Use as much real data as you can get • Engage with others within your organisation to help construct them • Try to make them as visual as possible • Keep them up to date – iterate • Shout about them
- 16. Welcome to UCD2012 Sponsored by Supported by Supporters Sponsors Organiser